Air Miles has transformed its entire platform to digital, creating a sophisticated, user-friendly app and website to make the loyalty programme more convenient and valuable to customers and businesses.

The app, Air Miles ME, is available on Android and iOS and can be used when shopping with Air Miles partners such as Damas and Sharaf DG to accumulate miles that can then be redeemed for rewards such as airline tickets, holidays, electronics and luxury goods.

Air Miles can now send targeted mobile offers through the app to members who are interested in receiving offers and deals tailored to their shopping patterns.

“We have re-launched Air Miles as a digital platform in direct response to changing customer shopping habits,” says Paul Lacey, Managing Director, Air Miles Middle East. “Air Miles was first launched 15 years ago and little has changed in terms of the core functionality of the programme – until now. The new digital Air Miles has been created with today’s shopper in mind – the programme is now more personal, intuitive and designed to make the whole shopping experience easier for customers and partners.”

The digital transformation follows research last year by Aimia Middle East, the company behind Air Miles, which showed that 92% of respondents in the UAE owned smartphones. Hence, smartphone must be seen as the centrepiece of any customer engagement strategy.

In addition, the app includes exclusive offers from a new partnership with The Entertainer, a Dubai-based publisher of buy one get one free offers for restaurants, leisure attractions, spas, hotel accommodation and more.

“As a leading loyalty programme in the region and with the introduction of its new mobile channel, Air Miles is an ideal partner for The Entertainer. Using the Air Miles app, customers will now be able to get the best offers and be rewarded for their loyalty across a range of quality retailers and restaurants. Enhancing customer experience is a priority for The Entertainer and the Air Miles app offers a shopping experience that strongly complements our values and business model,” adds Paul Hennessy, CEO, The Entertainer.

Other features include Air Miles Monday – a weekly promotion where offers with an average total value of AED2,500 will be available to members – all customers need to do is redeem 100 Air Miles in order to take advantage of the offers.

“Going digital and introducing the new app is just the first of many exciting changes taking place at Air Miles this year. We’ve listened to what our members want and are developing our programme to ensure it suits their needs; helping to make life that little bit easier and more enjoyable with great rewards for their continued loyalty to their favourite stores and brands,” shares Lacey.

Air Miles currently has more than 1.5 million members across the UAE, Bahrain and Qatar. Its participating partners operate throughout each of the top ten UAE malls.